Branding for Beginners
3.8 (94 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,372 students enrolled

Branding for Beginners

15 Steps to Create a Visual Identity that Inspires Trust & Professionalism
3.8 (94 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,372 students enrolled
Created by Ronny Hermosa
Last updated 6/2019
English [Auto]
Current price: $20.99 Original price: $29.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 2 hours on-demand video
  • 1 article
  • 7 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Create an appealing visual identity for your business or organization
  • Choose the perfect colors, fonts & visuals for your brand
  • Define exactly who your target audience is & create a brand that appeals to that audience
  • Build a consistent visual presence across different social media platforms
  • Get practical and learn from 4 case studies of (ethical) brands that are doing it right!
  • No previous skills are required!
  • All you need is a computer, a phone or a tablet to follow the course.

This course can help your company build a consistent visual identity that will :

✅ impress your customers,

✅ make you stand out from your competitors and

✅ make sure your brand is recognized and remembered.

The course is divided into 3 sections. The first section will answer the question: “Why do we need a visual identity?” It will clarify basic concepts like brand identity, Visual identity or positioning, we will go over the different elements of a visual identity and also study what are the characteristics that make a good Visual identity.

Section 2 is about getting things done and we will invite you to take the 15 steps to improve your business’s visual identity. We will talk about logos, color palettes, imagery styles, creating templates, visual branding for social media and much more. Each lesson will be followed by a little exercise that I have put together in order to help you assimilate the knowledge by doing.

In section 3 I will show some good practices in terms of visual identity with real life case studies. I have selected 4 companies that I think are doing a great job with their visual branding and I will spend about 10 minutes reviewing each of them, highlighting the good practices for you to take example.

I hope you’ll enjoy this course and that this knowledge will help you achieve success with your organization!

Who this course is for:
  • Entrepreneurs getting started with their project
  • Small & Medium enterprises willing to create their brand
  • Businesses & organizations who want to improve their visual identity
  • Anyone interested in visual marketing, logo creation & branding
Course content
Expand all 31 lectures 02:04:37
6 lectures 21:56

"Your brand identity is defined by how your audience perceives you. Your brand is your business identity – the image you wish to portray to the world – and is one of your company’s most valuable assets."

In this lesson you'll learn: 

✅ A simple trick to identify who your audience is

✅ What is a brand identity

✅ What is visual branding

Preview 02:24

"A visual brand identity is more than just photos. It’s the sum of everything your audience can see when they look at you. As we said, together, all of these visual elements tell a story. Your brand’s story. And that story can re-affirm your values or discredit them."

In this lesson you'll learn: 

✅ What constitutes your brand

✅ That your brand tells a story whether you are conscious of it or not

✅ Why you should take control and manage your brand to your advantage

Your visuals tell a story

"The visual identity is essentially the way a company tells its story visually and expresses the values it stands for."

In this lesson you'll learn: 

About the different elements that make your visual identity:

✅ A Clear Brand's positioning & purpose

✅ A well defined Brand personality

✅ A memorable Logo

✅ An Attractive Color Palette

✅ A Professional typography

✅ A functional set of supporting graphics or your imagery

Elements of the visual identity

"Your visual identity should project the expectations and promises you make to your customers in terms of quality, service, reliability and trustworthiness and create trust and loyalty from those who do business with you."

In this lesson you'll learn: 

✅ About the difference between Corporate Identity & Visual Identity

✅ How your visual identity will form the consumers' first impressions of your business

Preview 04:38

"Today, a company no longer builds its reputation solely on products or services. The image that it conveys is also seen to be a measure of its success."

In this lesson you'll learn: 

✅ About the 3 essential functions your brand identity should fulfill

✅ About the various benefits of a good visual identity

The benefits of a strong visual identity

"A great brand stands for something, and the logo and symbols that you use are the quickest form of expression between the brand and its consumers."

In this lesson you'll learn about the 4 characteristics of a good visual identity:

✅ Meaning

✅ Distinction

✅ Permanence & Flexibility

✅ Consistency

4 characteristics of a good Visual Identity
19 lectures 51:56

Before diving into these steps it is very important that you take time to cover the 2 prerequisites that are:

✅ Knowing your audience (Who are you talking to?)
✅ Defining your Unique Selling Proposition (Why do people buy from you instead of your competitors?)

Preview 00:42

"Defining your audience is the first prerequisite to building a successful visual brand identity. If you don’t know exactly who you’re speaking to, you won’t know what to say."

In this lesson you'll learn:

✅ To get specific about who your audience is by creating buyer personas

Prerequisite 01: Define who your audience is

"Once you know your audience, you should understand what makes them tick, what value you are bringing to them. Why would your audience rather buy YOUR product than that of your competitors? What makes you different from all the other sellers in the market?"

In this lesson you'll learn:

✅ 3 tips to help you discover and define your Unique Selling Proposition (USP)

Prerequisite 02: Define your Unique Selling Proposition

Now that we covered the 2 prerequisites, it’s time to dive into the heart of this training and discover the 15 steps you can follow to improve your visual identity.

⚠️ Make sure to respect the chronology

Introduction to the 15 Steps

"In an online world, many brands face the challenge of expressing personality without actually interacting face to face. Whereas before your sales team or customer service would put a human face on your brand, online has created a barrier."

In this lesson you'll learn:

✅ To create a mood board to visualize your brand personality

STEP 01: Visualize Your Brand Personality

"Associating your brand with positive emotions will help you connect with consumers. Providing an emotional context in marketing campaigns makes your message more engaging, and more impactful."

In this lesson you'll learn:

✅ About the most commonly used positive and negative emotions in brand strategies

STEP 02: Find your Emotions

"Your visual identity does not need to be complicated. When you have too many things going on, you run the risk of confusing your audience. Remember this one simple rule: Everything you do should make it easier for customers to understand what you do and how to do business with you.

In this lesson you'll learn how to Keep it simple with:

✅ Images

✅ Words

✅ Videos

STEP 03: Keep It Simple

"Consistency lies in applying the same filter on your photos, publish images of the same size, use the same font across your visual platforms, etc. It creates cohesion, so that if a customer follows you on Facebook instead of Instagram, they still get the same story."

In this lesson you'll learn about:

✅ The 3 main reasons you want to create a consistent visual identity

STEP 04: Keep it Consistent

"If I stumble upon your site, will I know what you offer? Am I going to click where you want me to click? One of the objectives you should keep in mind while developing your visual identity is to improve the user’s experience (UX). Good visual design can help you improve user experience."

In this lesson you'll learn:

✅ How to improve users' experience with good visual design

STEP 05: Make it Easy to Understand

"When you go to Spain if you want to be perfectly understood, you’d better speak Spanish. The same rule applies to social media! You shouldn’t talk Twitter if you are marketing on Facebook!"

In this lesson you'll learn:

Why and How to adapt your content to each social media platform

STEP 06: Speak the right Language

"Visuals play an important part in social media branding. If each of your profiles looks like they’re owned by a different company, it creates a disconnect for your users. You want your branding to be consistent across all channels. This will help people immediately recognize your company no matter which site or app they’re using."

In this lesson you'll learn:

✅ A bunch of tips  to successfully develop your visual identity on social media

Preview 02:51

"I like to say that your logo is the face of your company, it is how you are recognized. Indeed it is the first thing people will see when you give them your business card or when they log on to your website. And let’s face it: we make judgments about people based on first impressions all the time."

In this lesson you'll learn:

✅ The 5 characteristics of a great logo

Preview 03:46

"The fonts that you choose to use in your branding are very important and will contribute to your customer's unconscious perception of your business."

In this lesson you'll learn:

✅ About the 4 different types of fonts

✅ How to choose a font combination for your visual identity

STEP 09: Choose the right fonts

"The colors of your brand contribute to the unconscious perception that people have of your business. The use of color is a great way to make your business stand out and can help make your business more recognizable."

In this lesson you'll learn:

✅ How to choose from millions of possible colors

STEP 10: Pick your colors

"Regardless of what color you choose for your branding, you should always consider what your design elements would look like in black and white. Parallel to the color consideration, you might want to think about size. Your design elements should still look good when reduced to a very small size."

In this lesson you'll learn:

✅ How to run the Black & White & Tiny Test

STEP 11: Run the Black and White and Tiny Tests

"The beauty of social media is that you can interact with your audience. Don’t let that go to waste. Use this opportunity to ask your audience what they think about your visual identity. Ask them if they like your colors, your logo or other visual elements you might use."

In this lesson you'll learn:

✅ How to engage your audience to collect their feedback

STEP 12: Ask for a feedback

"Visuals have become a vital component in engaging our audiences. In my opinion the best and easiest way to get great visuals for your social media is to use templates."

In this lesson you'll learn:

✅ About the different advantages of working with templates

✅ What software to use to create your template

STEP 13: Create templates

"One of the best ways to keep track of your visual brand identity is to keep a library of your exact specifications. You should always use the same fonts, sizes, colors, and image types. This is referred to as your brand style guide and we are going to have a look at one."

In this lesson you'll learn:

✅ What a brand style guide is

✅ The 6 elements that should be included in a brand style guide

STEP 14: Keep your brand style guide close by

"Canva is probably my favorite design app right now. I’ve been using it a to design all sorts of documents from facebook covers to slides for my powerpoint presentations. The platform is always evolving offering always more easy options for savvy and unsavvy designers alike."

In this lesson you'll learn:

✅ 4 reasons why you should use Canva

STEP 15: Use Canva
5 lectures 49:42

In this 3rd and last section of the training we are going to explore the various concepts of visual branding studied in the previous lessons through real life examples.

I have selected different companies and NGOs that I thought were doing a good job at:

✅ Being consistent with their visual identity and

✅ Differentiating themselves from their competitors by developing a visual style of their own.

Introduction to the Real Life Examples

In this lesson we will analyze the visual identity of Alaffia & comment on why we like it.


In this lesson we will analyze the visual identity of Alter Eco Pacific & comment on why we like it.

Alter Eco Pacific

In this lesson we will analyze the visual identity of Pebble Child & comment on why we like it.

Pebble Child

In this lesson we will analyze the visual identity of Fair Trade Original & comment on why we like it.

Fair Trade Original
1 lecture 01:02
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